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Lucky Generals has been named lead agency on Co-op’s £50m creative account, which consolidates the advertising business across the retailer’s food, healthcare, insurance and Funeralcare brands.

Co-op would not disclose which other agencies were on the shortlist. However, McCann, which previously worked on the Co-op Funeralcare business, confirmed it did not pitch.

Forever Beta was previously Co-op’s agency of record for food. It did not respond to The Drum's request for comment at the time of writing.

Co-op's decision to tether together its businesses under one creative direction is part of its holistic 'One Co-op' strategy, which was announced earlier this year. 

The news comes one month after the group consolidated its media buying and planning accounts and awarded the deal to Dentsu Aegis Network.

Ali Jones, customer director of Co-op, said: “The Co-op has a unique business model and one which is more relevant now than ever. The more successful we are, the more value we create for our members and the more we can plough back into our communities.

"We’ve been blown away by Lucky Generals’ strategic ability to simplify a complex challenge and then answer it with a big idea.”

The account is a key gain on home soil for Lucky Generals, which has been balancing client wins and losses this year. Flagship account Paddy Power moved to Chime last December and Betfair moved to Leo Burnett; however, the Omnicom shop also grew globally with work for Amazon and Budweiser.

Helen Calcraft, founder of Lucky Generals, said: “This is a huge win for us. It’s a brand we have always wanted because of its values and we love the ambition of the team to really do something different — not just via communications, but through their actions. We can't wait to get started."